Buyer's Guide: Reaping the Fruits of Marketing Automation Tools
Audience development and marketing automation tools can provide greater efficiency, agility, and insight by combining capabilities in analytics, multichannel distribution, and automation. These capabilities allow magazine publishers to optimize their marketing platforms to move faster and more responsively to market nuances. By automating what type of content is sent to certain users (whether they only opened an email without clicking or deeply engaged with email content), publishers can segment their audiences and send more meaningful content to users. That content, because it is more precisely targeted can then spur the actions publishers want (subscriptions, social shares, comments, etc.).
More sophisticated tools, particularly those geared toward B2C segments, are distinguished by their ability to manage huge databases of customer information such as purchase history, demographic information, an online behavior. A publisher might want to compare how a subscription campaign performed among various demographics or regions. Publishers can then orient specific content or campaigns toward individual segments.
Mobile capabilities play a large part in enabling an omnichannel presence. Even a simple email campaign must now accommodate any number of unknown platforms and devices. When evaluating marketing automation or email marketing providers, publishers should particularly explore their mobile testing capabilities, as well as their ability to adapt to swift market changes.